Smart moves over the Phone - Private Transactions in Public Places

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Lakshman Mahadevan, Dr.

Rajagiri Center for Business Studies

Jose Puthur

Abstract

Consumers are able to access the Internet from free Wi-Fi provided in public places, such as restaurants, malls and airports, using their smart phones. Our research specifically looks at factors that influence consumer decision to use the public W-Fi environment for online transactions. Guided by Triandis (1980) modified theory of reasoned action, we find that task privacy, internet trust, and perceived tracking are significant in predicting smart phone use for transactional purposes in public Wi-Fi environment. The individual’s need for privacy also moderates internet trust and perceived tracking.